Whereas buying on Google and Facebook is straightforward, most of the buyers and publishers are still locked into the slow Insertion Order (IO) workflow and manual deal setup for their direct relationships. Programmatic Direct is expected to skyrocket in the coming years but to realize its full potential, we will have to get rid of the traditional IO.

The manual IO workflow involves multiple back and forth between buyers and publishers. Transacting through platforms makes this workflow more efficient by;

• Providing publishers with a single platform to handle all their bookings.

• Helping publishers to get additional budgets, including some of the Small and Medium Business (SMB) budgets that was almost entirely spent on Google and Facebook before, thanks to lower transaction costs.

• Removing errors and reducing troubleshooting time thanks to trafficking automation. On the RTB channel, for example, deals are manually trafficked twice today (both on DSP and SSP) and may have different targetings which result in under delivery.

– Publisher guarantees that the DSP will receive an agreed number of bid requests.

– The DSP guarantees to bid on an agreed percentage of the bid requests.

– Publisher makes sure the Programmatic Guaranteed deal is prioritized in his ad server, resulting in the buyer creative being delivered to the end users.

– NB : the guaranteed information is usually sent to the DSP adding a custom parameter (guaranteed: 1) in the bid request’s deal object. It is not yet standardized in the IAB OpenRTB protocol.

In order to successfully transition to this new paradigm, the industry needs to gather around standards. Otherwise, integration costs for a buying platform will be too costly, having separate sets of APIs for each supply partner. At Smart AdServer, we are contributing to the IAB’s OpenDirect protocol and we firmly believe in its future;

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